Earlier this week, my five-year-old granddaughter showed me a Zhu Zhu Pet she’d wished for and then received. She said she was especially proud to have it because this particular female rock star hamster was “very rare” and her parents told her they’d had trouble finding it.
People are willing to spend not only time, but also money to purchase otherwise attractive toys and games that are in short supply. I touched on this topic in my posting about the psychology of the collector. From early in life, we demonstrate an inborn urge to have the complete set, and that means getting the rare ones, too. Scarcity opens opportunities to you—the toy and game professional—for higher profit margins. The scarcity in itself can endow an object with a greater value.